Beer In Ads #1583: International Agreement

Thursday’s ad is another one for Schlitz, this one from 1947. With the tagline “International Agreement,” the ad shows four people of different backgrounds (including possibly the butler from yesterday’s ad) drinking together. But the funniest part of the ads is in the ad copy, where it says “Around a table in some far-off corner of the world …” and yet out the window that clearly looks like the Golden Gate bridge. So that means in 1947, Schlitz’s idea of a “far-off corner of the world” was San Francisco. Hilarious.


Beer In Ads #1582: The Butler Drank It

Wednesday’s ad is for Schlitz, from 1949. It’s from their long-running “I was curious” series. I guess in 1949, just after World War 2, everyone had their own butler so the ad was relatable. It’s also a little funny that the tray sitting there is filled with pilsner glasses, but the butler used a humble tumbler when he tasted it, not wanting to use the fancy glassware for himself, I suppose.


Beer In Ads #1576: Coming Home From A Day’s Hard Work

Thursday’s ad is for Schlitz, from 1941. This ad was presumably from the months before America entered World War 2, when life was still relatively normal. A time when the “thoughtful wife” has Schlitz waiting for her husband when he arrived home from “a day’s hard work.” For some reason she left the icebox door wide open, letting all the cold air out and warming up the beer, not to mention all of the food in there.


Beer In Ads #1525: Beer Keeps One Well

Tuesday’s ad is for Schlitz, from 1904. The ad is all text, apart from a small logo in the corner. It’s just a notice that drinking beer will keep you healthy, expressed in the headline as “Beer Keeps One Well.” But wait, there’s more. “It is a noticeable fact that those who brew beer, and who drink what they want of it, are usually healthy men.” But I love tis statement. “The malt and the hops are nerve foods.” Nerve foods?


Beer In Ads #1503: Teddy Roosevelt’s African Safari

Monday’s ad is for Schlitz, from 1935. Today in 1909, Theodore Roosevelt set sail for Africa for a year-long safari, shortly after leaving office as President. His party arrived in Mombasa, British East Africa (now part of Kenya) and added local guides so that their number were just over 250 people. The hunting party included “legendary hunter-tracker R. J. Cunninghame, scientists from the Smithsonian and, from time to time, Frederick Selous, the famous big game hunter and explorer.” During their time there, they collected 11,400 “specimans” for the Smithsonian Institution and for the American Museum of Natural History in New York. These ranged from local flora and fauna up to big game, including “17 lion, 3 leopard, 7 cheetah, 9 hyena, 11 elephant, 10 buffalo, 11 (now very rare) black rhino and 9 White rhino.” You can read more about his adventures in On Safari With Theodore Roosevelt and the Smithsonian–Roosevelt African Expedition.

But in the beer world, the thing that Teddy Roosevelt’s safari is most know for it this. “President Theodore Roosevelt took more than 500 gallons of beer with him on an African safari. Must have been thirsty work!” You see this all over the place, including in today’s ad, which features the tagline “Said T.R. ‘I Want It in Africa.'” And then the artwork, illustrated by Ralph Frederick, shows Roosevelt in Africa followed by men carrying cases of Schlitz beer. Unfortunately, it’s not true. Here’s one account:

Our 26th president loved his beer to the point of brining 500 gallons back from a safari in Africa. That isn’t actually true – it’s a myth. Reality is that Theodore Roosevelt did not drink beer, or much at all, except an occasional Mint Julep. However Teddy Roosevelt knew that beer was powerful, and while training the Rough Riders in Texas, he bought the men all the beer they could drink as a morale booster.

I’ve also read that it was Bass Ale that he took on the safari, but regardless of which beer, it doesn’t really matter which brand since it never happened in the first place. None of the historical accounts of the safari mention the beer which, given the large and heavy amount of beer, you’d expect to be part of the record of the trip. It’s not, as far as I can tell. But it’s a powerful, and persistent, story, and a good story beats the truth almost any day of the week.


Beer In Ads #1441: Cooking With Schlitz

Tuesday’s ad is another one for Schlitz, from 1936. Between the recipe for “Famous Schlitz Rarebit” and the man pouring a little Schlitz into whatever that dish is — soup, dip, etc. — it’s clear that Schlitz is cooking with beer. Based on the look on his face, I’d say he’s had a few beers before the guests are even due to arrive. And his wife in the shiny blue dress looks like she’s been keeping up, and is bringing in the next round. It’s going to be a great dinner party!


Beer In Ads #1440: Health With Enjoyment …

Monday’s ad is another one for Schlitz, from 1936. “Schlitz, the beer with Sunshine Vitamin-D,” which is where the “Health with Enjoyment” line comes from. Apparently, “Sunshine Vitamin-D” gave people “that feeling of radiant health,” along with “that sense of bracing invigoration and fresh vitality.” That sounds impressive, doesn’t it. But it gets better. The ad continues. “It gives you the cooling tang that soothes heat-frayed nerves and awakens jaded spirits.” But the conclusion is certainly one that would never fly today. “Beer is good for you — but Schlitz, the beer with Sunshine Vitamin D, extra good for you. Drink it daily — for health with enjoyment.”


Beer In Ads #1439: The World Looks Brighter

Sunday’s ad is also for Schlitz, from 1942. So when, exactly, is it that “The world looks brighter?” Why, it’s when you discover “that famous flavor found only in Schlitz.” The other big news in the ad, buried at the bottom is the fact that they just debuted a new quart-size bottle, which they call a “guest bottle.” I wonder why they’d call the larger package a “guest bottle.”


Beer In Ads #1438: It’s The Little “Extras”

Saturday’s ad is another one for Schlitz, from 1952. It’s an interesting ad, focusing on “the little ‘extras’ that make Schlitz the best-liked beer in history.” They mention three “extra’s,” the “purity born of choice ingredients,” “delicacy of flavor,” and “that extra smoothness.” The artwork was done by Thomas Vroman, who’s more well-known for children’s books. I especially love the woman lying on the beach, with part of her visible through the glass of beer. That’s a cool effect, the way it’s drawn.